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Social Media for Accountants



                      Helen Cousins
                                for


         Chartered Accountants
   Technology Seminar for Practitioners



2012      © Copyright Helen Cousins, Xcel Business Solutions 2012
Business Development Strategy




2012                               2
Social Media – Why bother?




2012                                3
Marketing is Essential


         “The purpose of
         business is to
         create and keep a
         customer.”

         Peter Drucker (1909 – 2005)




2012                                   4
Your Web Presence - Your Reputation
                   Your website is not your web presence




       VOICE
       (Your Web
          Site)                                            SHADOW
                                                        (What Everyone
                                                      Else Says about You)
                      FOOTPRINT
                 (Ads, Social, Email,
              Your other Online Activities)



                                               Source: Gareth Dunlop | Fathom

2012                                                                     5
Social Media – what are they really?




              Dialogue
2012                             6
Social Media are not a Strategy




2012                                 7
Online Participation


                 Contributors
                     1%

         Commenters
            9%



       Lurkers
         90%




2012                            8
Online Participation


                 Contributors
                     1%

         Commenters
            9%



       Lurkers
         90%



                                Stand out from the crowd!
                                   Contribute content



2012                                                  9
Practice Development toolkit

 It’s social, not sales - not hard sell
 Establish credibility, reputation, ethos, client
   connection & service  brand
 Who do your clients do business with?
 Who are you employing?
 Current business news
 Build local, national, global networks
 Remember it’s not about you
2012                                                 10
What’s being said about you?

             Have you Googled your name/business name?




2012                                                     11
Online reputation – “drunkgate”




                         Source: Primary Position blog

2012                                           12
If you have Social Media accounts…

   You should
       contribute
       monitor
       reply
       moderate comments
       post updates
       engage & network

2012                           13
If you have Social Media accounts…


    The true cost is time
    These platforms belong to others
    Understand basics before you engage
          never, ever “spam”
           • directing unwanted “me” information at specific
             followers
           • that includes your blog, your video, your
            infographic

2012                                                     14
No brainers for Accounting Practices
   Blog
       Online portfolio
       Shows expertise, ethos, personality
       Improve ranking on search engines
   LinkedIn
       Online profile
       Networking – answer niche questions
       If active – opportunities
2012                                         15
Employers Beware!




2012                       16
The Office & Your Mobile Phone




         Communications   Calendar   Logistics




2012                                             17
Communications… more than a phone




2012                         18
Synchronise your Calendars




2012                                19
Logistics … out and about




2012                               20
Don’t know how to …?




       Type your search into Google, or …




             … you’ll find a video here 




2012                                        21
Connect with Xcel Business Solutions
                               Helen Cousins




   Please introduce yourself if you send a LinkedIn request, as I only connect with people on LinkedIn that
   I know in the real world 


2012                                                                                             22

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Social Media for Accountants - II -

  • 1. Social Media for Accountants Helen Cousins for Chartered Accountants Technology Seminar for Practitioners 2012 © Copyright Helen Cousins, Xcel Business Solutions 2012
  • 3. Social Media – Why bother? 2012 3
  • 4. Marketing is Essential “The purpose of business is to create and keep a customer.” Peter Drucker (1909 – 2005) 2012 4
  • 5. Your Web Presence - Your Reputation Your website is not your web presence VOICE (Your Web Site) SHADOW (What Everyone Else Says about You) FOOTPRINT (Ads, Social, Email, Your other Online Activities) Source: Gareth Dunlop | Fathom 2012 5
  • 6. Social Media – what are they really? Dialogue 2012 6
  • 7. Social Media are not a Strategy 2012 7
  • 8. Online Participation Contributors 1% Commenters 9% Lurkers 90% 2012 8
  • 9. Online Participation Contributors 1% Commenters 9% Lurkers 90% Stand out from the crowd! Contribute content 2012 9
  • 10. Practice Development toolkit  It’s social, not sales - not hard sell  Establish credibility, reputation, ethos, client connection & service  brand  Who do your clients do business with?  Who are you employing?  Current business news  Build local, national, global networks  Remember it’s not about you 2012 10
  • 11. What’s being said about you? Have you Googled your name/business name? 2012 11
  • 12. Online reputation – “drunkgate” Source: Primary Position blog 2012 12
  • 13. If you have Social Media accounts… You should contribute monitor reply moderate comments post updates engage & network 2012 13
  • 14. If you have Social Media accounts…  The true cost is time  These platforms belong to others  Understand basics before you engage never, ever “spam” • directing unwanted “me” information at specific followers • that includes your blog, your video, your infographic 2012 14
  • 15. No brainers for Accounting Practices Blog Online portfolio Shows expertise, ethos, personality Improve ranking on search engines LinkedIn Online profile Networking – answer niche questions If active – opportunities 2012 15
  • 17. The Office & Your Mobile Phone Communications Calendar Logistics 2012 17
  • 18. Communications… more than a phone 2012 18
  • 20. Logistics … out and about 2012 20
  • 21. Don’t know how to …? Type your search into Google, or … … you’ll find a video here  2012 21
  • 22. Connect with Xcel Business Solutions Helen Cousins Please introduce yourself if you send a LinkedIn request, as I only connect with people on LinkedIn that I know in the real world  2012 22